With nearly 120 years of history refining, producing and dealing in precious metals, The Perth Mint has played a significant part in the development of the state of Western Australia. This multi-faceted business is an innovator and champion of the industry. Despite their presence on a global scale, the Mint was facing lagging brand perception, both internally and externally, amidst increasing global competition and an ageing brand identity.

A restrained, holistic and refined identity was developed to unify and modernise the brand. Maintaining their iconic swan hallmark, the identity elevates a staid look into one of sophistication and fastidious quality. It speaks to the core attributes of security, innovation and quality the Mint is renowned for, and rightfully treats gold as the precious element that it is.

The outcome underscores their diversification as a business and presents a unified platform for the brand to grow on a global scale.

Creative Direction: Mark Braddock
Photography: Craig Kinder